New €500k advertising campaign aiming to entice British tourists to 'Wild Atlantic Way'

Fáilte Ireland has launched a €500,000 campaign aimed at encouraging British tourists to visit Galway and the North West.

The tourism authority says the Wild Atlantic Way campaign "is aimed at cities with good access to the region".

The campaign will include outdoor ads, a month-long partnership with a Classic FM radio show, and digital advertising.

Taxis in several cities - including Liverpool, Glasgow, Edinburgh and Manchester - will also be wrapped in 'high impact Wild Atlantic Way imagery'.

Fiona Monaghan, Fáilte Ireland’s Head of the Wild Atlantic Way, said: “As we enter into the fourth season for the Wild Atlantic Way, we are determined not to rest on our laurels. This campaign allows us to raise international awareness of the route as a must see visitor experience in key strategic locations which offer ease of access and great potential for the short break market.

“The ease of access will be the key message and, in promoting the call of the Wild Atlantic Way in the Spring, we will be emphasising the short flight durations from the targeted cities to get our message across," she added.

It comes as the Press Association reports that Tourism Ireland is also hoping to capitalise on an EastEnders spin-off filmed in Dunmore East, Co Waterford last year.

Redwater focuses on the popular characters Kat Moon (Jessie Wallace) and Alfie Moon (Shane Richie), and is set to broadcast on BBC later this year.

Last month, CSO figures showed 2016 was a record year for tourism in Ireland, with an estimated 8,919,700 million visits to Ireland up to the end of November 2016.